STIGMA BERBASIS GENDER TERHADAP PERSPEKTIF PEREMPUAN SINGLE PARENT PELAKU USAHA MAKANAN DI KABUPATEN MALANG

GENDER-BASED STIGMA ON THE PERSPECTIVES OF SINGLE-PARENT WOMEN AS FOOD BUSINESS ACTIVITIES IN MALANG REGENCY

Penelitian ini bertujuan untuk mengungkap pengalaman perempuan single parent pelaku usaha makanan di Kabupaten Malang dalam menghadapi stigma berbasis gender, serta strategi negosiasi dan representasi diri yang mereka bangun. Fokus penelitian ini adalah memahami bagaimana perempuan yang menjadi kepala keluarga sekaligus pelaku usaha memaknai dan merespons stigma sosial, ekonomi, dan gender yang dilekatkan pada status mereka. Penelitian ini menggunakan pendekatan kualitatif dengan perspektif feminisme dan teori stigma Erving Goffman serta teori strukturasi Anthony Giddens. Teknik pengumpulan data meliputi wawancara mendalam, observasi partisipatif, dan dokumentasi. Hasil penelitian menunjukkan bahwa para perempuan mengalami stigma moral, kelompok, dan ekonomi yang memengaruhi identitas sosial mereka. Selain itu, mereka menghadapi kendala struktural, psikologis, hingga ekonomi dalam menjalankan peran ganda. Meski demikian, mereka mampu melakukan negosiasi diri melalui aktivitas usaha yang dibangun, menampilkan citra perempuan tangguh dan mandiri, serta merekonstruksi identitasnya di tengah dominasi budaya patriarki. Penelitian ini menegaskan pentingnya pengakuan sosial terhadap kapasitas perempuan single parent sebagai agen aktif yang mampu mengubah struktur sosial melalui praktik keseharian dan ekonomi mandiri.

Kata kunci: single parent, stigma gender, usaha makanan, negosiasi diri, representasi diri.

This study aims to explore the experiences of single mother entrepreneurs in the food sector in Malang Regency in facing gender-based stigma, as well as their strategies of self-negotiation and self-representation. The research focuses on how women who act as heads of households and business owners interpret and respond to social, economic, and gender stigma attached to their status. A qualitative approach was employed using feminist perspectives, Erving Goffman’s theory of stigma, and Anthony Giddens’ theory of structuration. Data collection techniques included in-depth interviews, participatory observation, and documentation. The findings reveal that these women experience moral, group-based, and economic stigmas that affect their social identities. They also face structural, psychological, and economic challenges in performing dual roles. Despite these obstacles, they are able to negotiate their identities through entrepreneurial activities, portraying themselves as resilient and independent women, and reconstructing their social identity within a patriarchal context. This study highlights the importance of social recognition of single mothers’ capacity as active agents capable of reshaping social structures through everyday practices and economic independence.

Keywords: single mother, gender stigma, food business, self-negotiation, self-representation.